New challenges in the luxury universe: an exploratory study of the concept of luxury experience in the Brazilian market from the perspective of brands and consumers: a case study of Pati Piva

Detalhes bibliográficos
Autor(a) principal: Aguilera, Paola
Data de Publicação: 2014
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Institucional do FGV (FGV Repositório Digital)
Texto Completo: http://hdl.handle.net/10438/13126
Resumo: Luxury has evolved over the centuries; new challenges have created questions of appropriate strategies for brands. Experience and authenticity became important aspects in the field: consumers are enjoying more material comfort and there is a trend of a cultural shift for personal fulfillment and aspiration through experience. The biggest challenge for today's luxury marketers is to not only talk to the target, but to understand how the target is shifting, while not alienating consumers and damaging the brand´s image. Considering managers and consumers perspectives separately, it would be possible to conclude that their perceptions are congruent, as many studies have presented. However, if perspectives are put together and compared, different realities could emerge. This exploratory research is based on a case study that describes both perspectives of their perception on luxury experience, consumer behavior and consumption motivations, and luxury retailing. It was developed interviews with the brand owner and 10 brand´s consumers, and also indirect observations in the brands distribution formats. In the brand perspective, the case study has shown that luxury experience involves the construction of brand experience strategy based on products, multiple retail channels, consumer engagement, personal activity, exploration of five senses and other forms. In the consumer´s perspective, results revealed that brand consumers interviwed have different luxury experience perceptions and expectations; however, what is common is that service and quality must be maintained and they reflected the overall experience. Additionally, luxury retailing influences directly the consumer´s perception that must integrate multiple channels to fulfill personal demands. The research makes contributions for both actors - brand and consumer, in the sense that translates theoretical concepts of the experience itself and tries to clarify aspects that are still unknown and explored through the exploration of ways to detect the alignment between brand and consumer expectations of the experience.
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spelling Aguilera, PaolaEscolas::EAESPGelis Filho, AntonioRochman, Ricardo RatnerPrado Júnior, Sérvio Túlio2015-01-19T14:23:48Z2015-01-19T14:23:48Z2014-12-19AGUILERA, Paola. New challenges in the luxury universe: an exploratory study of the concept of luxury experience in the Brazilian market from the perspective of brands and consumers: a case study of Pati Piva: : . Dissertação (Mestrado Profissional em Gestão Internacional) - FGV - Fundação Getúlio Vargas, São Paulo, 2014.http://hdl.handle.net/10438/13126Luxury has evolved over the centuries; new challenges have created questions of appropriate strategies for brands. Experience and authenticity became important aspects in the field: consumers are enjoying more material comfort and there is a trend of a cultural shift for personal fulfillment and aspiration through experience. The biggest challenge for today's luxury marketers is to not only talk to the target, but to understand how the target is shifting, while not alienating consumers and damaging the brand´s image. Considering managers and consumers perspectives separately, it would be possible to conclude that their perceptions are congruent, as many studies have presented. However, if perspectives are put together and compared, different realities could emerge. This exploratory research is based on a case study that describes both perspectives of their perception on luxury experience, consumer behavior and consumption motivations, and luxury retailing. It was developed interviews with the brand owner and 10 brand´s consumers, and also indirect observations in the brands distribution formats. In the brand perspective, the case study has shown that luxury experience involves the construction of brand experience strategy based on products, multiple retail channels, consumer engagement, personal activity, exploration of five senses and other forms. In the consumer´s perspective, results revealed that brand consumers interviwed have different luxury experience perceptions and expectations; however, what is common is that service and quality must be maintained and they reflected the overall experience. Additionally, luxury retailing influences directly the consumer´s perception that must integrate multiple channels to fulfill personal demands. The research makes contributions for both actors - brand and consumer, in the sense that translates theoretical concepts of the experience itself and tries to clarify aspects that are still unknown and explored through the exploration of ways to detect the alignment between brand and consumer expectations of the experience.O Mercado de luxo evoluiu ao longo dos séculos; novos desafios criaram questões de estratégias adequadas para as marcas. Experiência e autenticidade tornaram-se aspectos importantes no campo de estudo: os consumidores estão desfrutando de mais conforto material e há uma tendência de uma mudança cultural para a realização pessoal e aspiração através da experiência. O maior desafio para os profissionais de marketing de luxo de hoje não é só falar com o consumidor alvo, mas de entender como o alvo está mudando, sem alienar os consumidores e prejudicar a imagem da marca. Considerando as perspectivas das marcas e dos consumidores separadamente, seria possível concluir que as percepções são congruentes, como muitos estudos têm apresentado. No entanto, se as perspectivas são colocadas juntas e comparadas, realidades diferentes poderiam surgir. Esta pesquisa exploratória é baseada em um estudo de caso que descreve ambas as perspectivas de sua percepção sobre a experiência de luxo, comportamento do consumidor e motivações de consumo, e varejo de luxo. Foram desenvolvidas entrevistas com o dono da marca e 10 consumidores da marca, e também observações indiretas nos formatos de distribuição da marca. Na perspectiva da marca, o estudo de caso mostrou que a experiência de luxo envolve a construção da estratégia de experiência de marca com base em produtos, múltiplos canais de varejo, engajamento do consumidor, atividade pessoal, exploração dos cinco sentidos e outras formas. Na perspectiva dos consumidores, os resultados revelaram que os consumidores da marca têm diferentes percepções da experiência de luxo e expectativas; no entanto, o que é comum é que o serviço e qualidade devem ser mantidos e eles refletem a experiência como um todo. Além disso, os formatos de varejo de luxo influenciam diretamente a percepção dos consumidores, que devem integrar múltiplos canais para atender as demandas pessoais. A pesquisa faz contribuições para ambos os atores - marca e consumidor, no sentido de que traduz conceitos teóricos da própria experiência e tenta esclarecer aspectos ainda desconhecidos, e explora formas de detectar o alinhamento entre as expectativas da experiência das marcas e dos consumidores. Palavras-chave: Mercado de Luxo, experiência de luxo, Marketing Experiencial, comportamento do consumidor, motivações de Consumo, Varejo de Luxo.engMarketing experiencialMotivações de consumoLuxury experienceCiência políticaObjetos de luxo - ComercializaçãoComércio varejistaComportamento do consumidorMarketingNew challenges in the luxury universe: an exploratory study of the concept of luxury experience in the Brazilian market from the perspective of brands and consumers: a case study of Pati Pivainfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVinfo:eu-repo/semantics/openAccessORIGINALTese MPGI - Paola Aguilera.pdfTese MPGI - Paola Aguilera.pdfapplication/pdf1102461https://repositorio.fgv.br/bitstreams/a0bc3627-fee9-4f49-aa49-500b481eac3a/downloaddaf657b7a4ffd78efca46c3f512fab1fMD53LICENSElicense.txtlicense.txttext/plain; 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dc.title.eng.fl_str_mv New challenges in the luxury universe: an exploratory study of the concept of luxury experience in the Brazilian market from the perspective of brands and consumers: a case study of Pati Piva
title New challenges in the luxury universe: an exploratory study of the concept of luxury experience in the Brazilian market from the perspective of brands and consumers: a case study of Pati Piva
spellingShingle New challenges in the luxury universe: an exploratory study of the concept of luxury experience in the Brazilian market from the perspective of brands and consumers: a case study of Pati Piva
Aguilera, Paola
Marketing experiencial
Motivações de consumo
Luxury experience
Ciência política
Objetos de luxo - Comercialização
Comércio varejista
Comportamento do consumidor
Marketing
title_short New challenges in the luxury universe: an exploratory study of the concept of luxury experience in the Brazilian market from the perspective of brands and consumers: a case study of Pati Piva
title_full New challenges in the luxury universe: an exploratory study of the concept of luxury experience in the Brazilian market from the perspective of brands and consumers: a case study of Pati Piva
title_fullStr New challenges in the luxury universe: an exploratory study of the concept of luxury experience in the Brazilian market from the perspective of brands and consumers: a case study of Pati Piva
title_full_unstemmed New challenges in the luxury universe: an exploratory study of the concept of luxury experience in the Brazilian market from the perspective of brands and consumers: a case study of Pati Piva
title_sort New challenges in the luxury universe: an exploratory study of the concept of luxury experience in the Brazilian market from the perspective of brands and consumers: a case study of Pati Piva
author Aguilera, Paola
author_facet Aguilera, Paola
author_role author
dc.contributor.unidadefgv.por.fl_str_mv Escolas::EAESP
dc.contributor.member.none.fl_str_mv Gelis Filho, Antonio
Rochman, Ricardo Ratner
dc.contributor.author.fl_str_mv Aguilera, Paola
dc.contributor.advisor1.fl_str_mv Prado Júnior, Sérvio Túlio
contributor_str_mv Prado Júnior, Sérvio Túlio
dc.subject.por.fl_str_mv Marketing experiencial
Motivações de consumo
Luxury experience
topic Marketing experiencial
Motivações de consumo
Luxury experience
Ciência política
Objetos de luxo - Comercialização
Comércio varejista
Comportamento do consumidor
Marketing
dc.subject.area.por.fl_str_mv Ciência política
dc.subject.bibliodata.por.fl_str_mv Objetos de luxo - Comercialização
Comércio varejista
Comportamento do consumidor
Marketing
description Luxury has evolved over the centuries; new challenges have created questions of appropriate strategies for brands. Experience and authenticity became important aspects in the field: consumers are enjoying more material comfort and there is a trend of a cultural shift for personal fulfillment and aspiration through experience. The biggest challenge for today's luxury marketers is to not only talk to the target, but to understand how the target is shifting, while not alienating consumers and damaging the brand´s image. Considering managers and consumers perspectives separately, it would be possible to conclude that their perceptions are congruent, as many studies have presented. However, if perspectives are put together and compared, different realities could emerge. This exploratory research is based on a case study that describes both perspectives of their perception on luxury experience, consumer behavior and consumption motivations, and luxury retailing. It was developed interviews with the brand owner and 10 brand´s consumers, and also indirect observations in the brands distribution formats. In the brand perspective, the case study has shown that luxury experience involves the construction of brand experience strategy based on products, multiple retail channels, consumer engagement, personal activity, exploration of five senses and other forms. In the consumer´s perspective, results revealed that brand consumers interviwed have different luxury experience perceptions and expectations; however, what is common is that service and quality must be maintained and they reflected the overall experience. Additionally, luxury retailing influences directly the consumer´s perception that must integrate multiple channels to fulfill personal demands. The research makes contributions for both actors - brand and consumer, in the sense that translates theoretical concepts of the experience itself and tries to clarify aspects that are still unknown and explored through the exploration of ways to detect the alignment between brand and consumer expectations of the experience.
publishDate 2014
dc.date.issued.fl_str_mv 2014-12-19
dc.date.accessioned.fl_str_mv 2015-01-19T14:23:48Z
dc.date.available.fl_str_mv 2015-01-19T14:23:48Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
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dc.identifier.citation.fl_str_mv AGUILERA, Paola. New challenges in the luxury universe: an exploratory study of the concept of luxury experience in the Brazilian market from the perspective of brands and consumers: a case study of Pati Piva: : . Dissertação (Mestrado Profissional em Gestão Internacional) - FGV - Fundação Getúlio Vargas, São Paulo, 2014.
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identifier_str_mv AGUILERA, Paola. New challenges in the luxury universe: an exploratory study of the concept of luxury experience in the Brazilian market from the perspective of brands and consumers: a case study of Pati Piva: : . Dissertação (Mestrado Profissional em Gestão Internacional) - FGV - Fundação Getúlio Vargas, São Paulo, 2014.
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